Diesel - Japanista, Road to Tokyo
Experience and own the FW16 collection as it hit the runway
FW16 was more than a collection, it was a celebration of 30 years of Diesel's rebel spirit. So when they said they wanted something different to mark the occasion, we pushed the boundaries of fashion marketing. We built an immersive campaign that took consumers from backstage to the front row, and created a digital shopping experience, shoppable from the runway.
A dystopian-style film followed the models on a hedonistic night out in Tokyo, from bougie clubs to the backstreets, wearing the new collection, before it had been seen by the fashion pack. They arrive at the show just in time to hit the catwalk at which point we switched to a live-stream, allowing the online audience to view the show in real time, just like the FROW.
The first model wore a camera built into metal headgear giving viewers on our social channels a first-person point of view of the runway. Images and gifs from the show appeared on Diesel's channels within seconds. The whole collection was shoppable via an interface that allowed consumers to interact with scenes from the film.
The campaign was supported by a website, ecommerce store and a full social media strategy that ran across Facebook and Instagram.